For more than 30 years, Gillette has coined the term “the best a man can get”, but their new advertising campaign is in the firing line as being ‘anti-men.’

If you haven’t seen this well-thought-out campaign video, watch it here: and then read on…

The advert went viral on YouTube with more than four million views in 48 hours, with a new catchphrase, “the best a man can be.” Since its release, the video has received a flurry of praise but also anger towards the overall message. But why is this advert causing so much rage?

The #MeToo campaign has been prominent for more than two years and Gillette is an example of a large corporation attempting to take more responsibility by targeting their male audience.

Some might say this campaign is a PR nightmare for the business but, as the old saying goes, there’s no such thing as bad publicity. When was the last time you actively spoke about Gillette?

However, this poses a wider question: should big brands be pushing a political or moral agenda?

This campaign is part of a broader initiative run by Procter & Gamble, which owns Gillette, to promote “a positive, attaining, inclusive and healthy version of what it means to be a man”.

Masculinity is a huge part of what Gillette represents but with younger generations becoming more self-aware, the concept of masculinity has changed. It is not enough for brands to just sell a product. It must be aware of its role and take a stand on important matters.

The most effective PR campaigns play on your emotions, start a conversation and most importantly, it seems to annoy Piers Morgan!

We’re sure this is not the end of Gillette’s political movement but whether we like it or not, this campaign is an incredibly topical piece of PR that highlights the importance of brands understanding the social climate.